Analysing the Corporate Brand

Nicholas Ind

Chapter 4 in The Corporate Brand, 1997, pp 42-65 from Palgrave Macmillan

Abstract: Abstract Having looked at the nature of the corporate brand and the environmental factors that are making it increasingly important to competitive success, this chapter will suggest the means by which we can analyse the brand. Inevitably, the recommended approach is not the one and only universal route and there are other models that are worthy of consideration. However the model detailed below does have the following advantages: it links together marketing communications, human resources and products it stresses the importance of seeing things from the viewpoint of the organisation’s stakeholders it recognises the constraining and liberating effects of corporate culture it relates the corporate brand’s position to the corporate strategy.

Keywords: Corporate Culture; Corporate Reputation; Corporate Image; Corporate Identity; Marketing Communication (search for similar items in EconPapers)
Date: 1997
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DOI: 10.1057/9780230375888_4

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